a content strategy roadmap

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A Content Strategy Roadmap Kristina Halvorson, Brain Tra c • @halvorson

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How to make a website: discover, define, design, develop, deploy. It’s a familiar framework for most of our project processes. Now along comes this content strategy thing. Sure, it sounds like a great idea, but how does it fit in with what we’re already doing? Walk through a a typical website project to find out how content strategy fits (and why it will make you so happy!)

TRANSCRIPT

Page 1: A Content Strategy Roadmap

A Content Strategy RoadmapKristina Halvorson, Brain Traffic • @halvorson

Page 2: A Content Strategy Roadmap

Content

Page 3: A Content Strategy Roadmap

This is copywriting.

Page 4: A Content Strategy Roadmap

This is content.

Page 5: A Content Strategy Roadmap

Content Strategy

Page 6: A Content Strategy Roadmap

Content strategy plans for the creation, delivery and governance

of useful, usable content.

Page 7: A Content Strategy Roadmap

Not just …• What

Page 8: A Content Strategy Roadmap

But …• What

• Why

• How

• When

• For whom

• With what

• Where

• When

• How often

• What next

Page 9: A Content Strategy Roadmap
Page 10: A Content Strategy Roadmap

Core Strategy (or, Purpose)

WorkflowHow is content created and maintained?

What will your content do for your business and your users?

Page 11: A Content Strategy Roadmap

SubstanceWhat content do you and your audiences need, and why?

WorkflowHow is content created and maintained?

Page 12: A Content Strategy Roadmap

StructureHow is content organized, prioritized, and accessed?

WorkflowHow is content created and maintained?

Page 13: A Content Strategy Roadmap

WorkflowHow is content created and maintained?

WorkflowHow is content created and maintained?

Page 14: A Content Strategy Roadmap

GovernanceHow are decisions about content and content strategy made?

WorkflowHow is content created and maintained?

Page 15: A Content Strategy Roadmap
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The Story of Jasper and the Tree Frogs (and His Website)

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ANGIEPROJECT MANAGER

BENUSER EXPERIENCE

DAVEVISUAL DESIGNER

CARIDEVELOPER

TEAMWEB

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DiscoverDefineDesignDevelopDeploy

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The Kickoff

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Page 31: A Content Strategy Roadmap
Page 32: A Content Strategy Roadmap
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How will your content serve your business and

your users?

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DiscoverDefineDesignDevelopDeploy

DiscoverDefineDesignDevelopDeploy

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• Business objectives • Current technology

• Project objectives • Functional requirements

• User research • Cross-platform initiatives

• Stakeholder interviews • Industry trends

• Usability testing • Competitors

• Design research • Content audit

Discover

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http://lsdev.biz/files/2010/08/Sample_Content_Audit.jpg

high level tree frog audit

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high level tree frog audit

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high level tree frog audit

Page 42: A Content Strategy Roadmap

ANGIEPROJECT MANAGER

BENUSER EXPERIENCE

DAVEVISUAL DESIGNER

CARIDEVELOPER

TEAMWEB

Page 43: A Content Strategy Roadmap

JULIECOPYWRITERJULIECONTENT WRANGLER

Page 44: A Content Strategy Roadmap

• Business objectives • Current technology

• Project objectives • Functional requirements

• User research • Contextual considerations

• Stakeholder interviews • Industry trends

• Usability testing • Competitors

• Design research • Content audit

Discover CONTENT• Content ROT • Stakeholder agendas

• Current style guide • Content owners

• Content readability • Workflow and timelines

• Search analytics • Metadata integrity

• Legal requirements • Translation requirements

• Channel requirements • Accessibility requirements

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Page 46: A Content Strategy Roadmap

• Substance: Who are you trying to reach? Why? What do they want to know? Is your current content accurate, relevant, up-to-date?

• Structure: Where is your content? How is it organized? What does your metadata look like? How do people find your content? Are you delivering content on multiple channels and platforms?

• Workflow: How does content happen (from creation to deletion)? Who is involved?

• Governance: What are your policies, guidelines, and standards? Who owns that?

Page 47: A Content Strategy Roadmap

“Tell me more about that.”

Page 48: A Content Strategy Roadmap

DiscoverDefineDesignDevelopDeploy

DiscoverDefineDesignDevelopDeploy

Page 49: A Content Strategy Roadmap

• Project plan • High level architecture

• Website objectives • Content requirements

• Success metrics • Features definition

• Dependencies • Development plan

• Branding elements • User testing/QA

• Design mock-ups • Launch plan

Define

Page 50: A Content Strategy Roadmap
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Back it up.• What

• Why

• How

• When

• For whom

• With what

• Where

• When

• How often

• What next

Page 53: A Content Strategy Roadmap

• Project plan • High level architecture

• Website objectives • Content requirements

• Success metrics • Features definition

• Branding elements • Development plan

• Design concepts • QA requirements

• Core messaging • Workflow design

• Style guide • Role descriptions

• Topics and transactions • Editorial calendar

• Governance guidelines • Content migration plans

• Core messaging

Define CONTENT

Page 54: A Content Strategy Roadmap

MessagingMesaging is an internal tool used to…

• Prioritize content types and choices• Keep content consistent (over

media and time)• Guide design choices• Align content owners

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BENUSER EXPERIENCE

JULIECONTENT WRANGLER

Page 56: A Content Strategy Roadmap

Junglebox makes it possible for everyone to experience the joy of owning, breeding and raising exotic frogs.

CORE MESSAGE

Page 57: A Content Strategy Roadmap

high level tree frog audit

Page 58: A Content Strategy Roadmap

Define• Core messaging • Workflow design

• Style guide • Role descriptions

• Topics / Transactions • Editorial calendar

• Governance guidelines • Content migration specs

CONTENT

Page 59: A Content Strategy Roadmap

SmartThese tiny springtails float on the water’s surface, which makes it easier to remove them for feedings.

Due to their tiny size, springtails float on the surface of water. This trait can be exploited when attempting to remove the springs from their culture for feedings.

Helpful Have questions? I’m happy to help out however I can.

Should you have questions or concerns regarding our live specimens, products, shipping or other subject, please contact us so we may be of assistance.

EnthusiasticOur new vivariums have us hopping up and down with excitement.

OMG! Check out our awesome new crop of Dendrobates Tinctorius!! Seriously, you’ll freak out over these. FREAK. OUT.

Junglebox is… Like this. Not this.

SHORT STYLE GUIDE:

Page 60: A Content Strategy Roadmap

Define• Core messaging • Workflow design

• Style guide • Role descriptions

• Topics / Transactions • Editorial calendar

• Governance guidelines • Content migration specs

CONTENT

Page 61: A Content Strategy Roadmap

ANGIEPROJECT MANAGER

JULIECONTENT WRANGLER

Page 62: A Content Strategy Roadmap

EDITORIAL CALENDAR

Page 63: A Content Strategy Roadmap

DiscoverDefineDesignDevelopDeploy

DiscoverDefineDesignDevelopDeploy

Page 64: A Content Strategy Roadmap

• Detailed site map • Visual treatment definition

• Page types • Mockups

• Wireframes • Style guide

• Storyboards • Copywriting

• Task design • Video/audio creation

• Application structure • CMS templates

Design

Page 65: A Content Strategy Roadmap

high level tree frog audit

Page 66: A Content Strategy Roadmap

FEATURED FROGS

JUNGLEBOXBuy Dart Frogs

Buy Supplies

Our Gallery

Watch & Learn

Jasper’s Frog Blog

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur

Contact Jasper

Herpetology the way you like it.

Flexible space #1Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur

Flexible space #2Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur

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FROG 1 FROG 2 FROG 3

Our Story

Login | Checkout

Page 67: A Content Strategy Roadmap

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

FEATURED FROGS

JUNGLEBOXBuy Dart Frogs

Buy Supplies

Our Gallery

Watch & Learn

Our Story

Jasper’s Frog Blog

frog 2

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur

frog 3

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur

frog 1

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur

Contact Jasper

Learn: (topic) Frog Blog ON SALE!

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Herpetology the way you like it.

Login | Checkout

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Page 69: A Content Strategy Roadmap

Design• Messaging hierarchy • Workflow design

• Page tables • Role descriptions

• Content attributes • Editorial calendar

• Metadata schema • Content migration specs

CONTENT

Page 70: A Content Strategy Roadmap

BENUSER EXPERIENCE

JULIECONTENT WRANGLER

Page 71: A Content Strategy Roadmap

Design• Messaging hierarchy • Workflow design

• Page tables • Role descriptions

• Content attributes • Editorial calendar

• Metadata schema • Content migration specs

CONTENT

• Page tables

Page 72: A Content Strategy Roadmap
Page 73: A Content Strategy Roadmap

Page: ProductsObjective: Help customers understand we are experts who sell the same high quality products we use ourselves, so they will have the confidence to buy.

Source Material: Current site, product box copy, current campaign materialsMaintenance: Monthly

Key Messages: After 10+ years of raising frogs, these are the products we recommend. You don’t have to shop around, because everything you need is right here.

Priority 1: Highlight product categories

Only three bullet points (10-15 words each) for each category. - What is it? - What is it for? - Why will it help you?

Priority 2: Intro text One sentence about how Junglebox only offers the products we use ourselves.

Page Table

Page 74: A Content Strategy Roadmap

DAVEVISUAL DESIGNER

JULIECONTENT WRANGLER

Page 75: A Content Strategy Roadmap

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

FEATURED FROGS

JUNGLEBOXBuy Dart Frogs

Buy Supplies

Our Gallery

Watch & Learn

Our Story

Jasper’s Frog Blog

frog 2

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur

frog 3

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur

frog 1

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur

Contact Jasper

Learn: (topic) Frog Blog ON SALE!

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Herpetology the way you like it.

Login | Checkout

Page 76: A Content Strategy Roadmap

Junglebox makes it possible for everyone to experience the joy of owning, breeding and raising exotic frogs.

CORE MESSAGE

Page 77: A Content Strategy Roadmap

SmartThese tiny springtails float on the water’s surface, which makes it easier to remove them for feedings.

Due to their tiny size, springtails float on the surface of water. This trait can be exploited when attempting to remove the springs from their culture for feedings.

Helpful Have questions? I’m happy to help out however I can.

Should you have questions or concerns regarding our live specimens, products, shipping or other subject, please contact us so we may be of assistance.

EnthusiasticOur new vivariums have us hopping up and down with excitement.

OMG! Check out our awesome new crop of Dendrobates Tinctorius!! Seriously, you’ll freak out over these. FREAK. OUT.

Junglebox is… Like this. Not this.

SHORT STYLE GUIDE:

Page 78: A Content Strategy Roadmap

Page: ProductsObjective: Help customers understand we are experts who sell the same high quality products we use ourselves, so they will have the confidence to buy.

Source Material: Current site, product box copy, current campaign materialsMaintenance: Monthly

Key Messages: After 10+ years of raising frogs, these are the products we recommend. You don’t have to shop around, because everything you need is right here.

Priority 1: Highlight product categories

Only three bullet points (10-15 words each) for each category. - What is it? - What is it for? - Why will it help you?

Priority 2: Intro text One sentence about how Junglebox only offers the products we use ourselves.

Page Table

Page 79: A Content Strategy Roadmap

EXCITING, EXOTIC DART FROGS

JUNGLEBOXBuy Dart Frogs

Buy Equipment

Our Gallery

Watch & Learn

Our Story

Jasper’s Frog Blog

Dendrobates auratus

The green-and-black poison arrow frog is the most-often sighted frog in the wild.

Epipedobates tricolor

Some of the smallest frogs around, ranging from 1 to 4 centimeters.

Phyllobates terribilis

The world’s most poisonous vertebrate. Vulnerable to disease and climate change.

Contact Jasper

Learn: Feeding Frog Blog ON SALE!

Avoid these top 5 mistakes when feeding your growing frog.

04.17.12 — Jasper shares how climate change can affect your littlest friends

We’re overstocked on a few of Jasper’s favorites. Check them out >

Herpetology the way you like it.

Page 80: A Content Strategy Roadmap

DiscoverDefineDesignDevelopDeploy

DiscoverDefineDesignDevelopDeploy

Page 81: A Content Strategy Roadmap

• HTML templates • Development environment

• Back end components • Data model

• QA • Content upload

• Error log • Authoring conventions

• System integration • SEO implementation

Develop

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ANGIEPROJECT MANAGER

JULIECONTENT WRANGLER

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high level tree frog audit

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• `

http://www.web-content-strategy.com/

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• HTML templates • Development environment

• Coding • Data model

• QA • Content upload

• Error log • Authoring conventions

• System integration • SEO implementation

• Content inventory • Per-page metadata

• Content upload • Error messages

• Full editorial style guide • Training materials

• SEO guidelines • Content QA plan

Develop CONTENT

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DiscoverDefineDesignDevelopDeploy

DiscoverDefineDesignDevelopDeploy

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Care for

• Ongoing QA plan • Rolling content inventory

• Metrics analysis • Staff coaching

• Editorial oversight • Sourcing reviews

• Metadata oversight • Governance board reviews

CONTENT

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Content first.

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Fragmenting our content across different ‘device-optimized’ experiences is a losing proposition, or at least an unsustainable one.

– Ethan Marcotte, Responsive Design

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• Empower your writers • Use real copy

• Assign content owners • Editorial calendar

• Content inventory • Collaborate on metadata

• Short-form style guide • Content QA plan

• Page tables • Don’t look back

Start small. Start here.

• Don’t look back

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Content always.

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Thanks.• [email protected]• http://braintraffic.com

All  images  used  under  CreaAve  Commons  licensing

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Get the book!• Amazon.com• Barnes and Noble• Other terrific bookstores

http://contentstrategy.com

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And thanks to our cast…

ANGIE DOERR

BEN BEUCHLER

DAVE DOHMEIER

CARI TUMA

JULIE HORTON